LEADERS IN DESIGN The American Society of Interior Designers-Florida West Coast Chapter makes waves in the world of design.
The American Society of Interior Designers (ASID) is the oldest and largest professional organization for interior designers. Through education, training, business support and advocacy it has garnered more than 36,000 members—hosting 48 regional chapters across the United States and Canada. The Society’s practicing members represent all sectors of interior design including residential, commercial, hospitality, medical, industry partners, students and educators. The throughline of every chapter remains committed to the notion that “Design Impacts Lives”, which keeps ASID designers at the forefront of leading research initiatives in the industry—providing its members with the latest industry expertise, networking opportunities and support on national and local levels. Once onboard, the creative culture of being a part of ASID not only inspires members by promoting the value of interior design, but enriches them through continued education, workshop seminars, social events and introductions to industry contacts. “Members of ASID are consummate professionals. They protect their clients against unscrupulous alliances,” says Alice Alexander, Allied ASID and current Florida West Coast Chapter (FLWC) president. “It’s just such an honor to be part of its advocacy.” Of Florida’s three different chapters, FLWC remains one of the more collaborative, immersed and close-knit groups throughout the country—compared to densely populated metropolitan city chapters or even multi-state ones that have to be combined. Covering a bandwidth spanning from Tampa to Naples, Florida, learn what makes this passionate group of local creatives a powerhouse in the world of design. Above: ASID Design Awards-Residential Renovation Design: Duffy Design Group; ASID-Florida West Chapter Weekender 2019
Alice Alexander graduated from the University of Tennessee Knoxville. Interior Design is her second act. After hav-
ing worked in the medical field for many years, it was time to follow her passion and go back to school for design. She has worked in the Tampa Bay area for the past twenty years. Alice has worked for high end furniture stores in the area and currently has her own firm, White Lion Design, Inc., in Tampa. Alice concentrates on high end residential, having done sports stars homes and heads of corporations. Past duties for ASID include Tampa Bay Community Chair, Director of Professional Development, and President-Elect. Her work has been featured in House Trends and Faux Effects World Magazines. She currently serves on the board of the Carrollwood Park Conservancy and on her condominium board.
AHEAD OF THE TREND The benefits of ASID membership and engagement.
WHEN I WAS GROWING UP IN A SMALL TOWN in
Tennessee, who would ever have thought that I would be President of a chapter of the American Society of Interior Designers? It is like a dream! All I have ever wanted to be was an interior designer. It always seemed so unattainable. After having a variety of majors in college (including textiles), I finally graduated with a degree in marketing. After working in other professions for 25 years, I finally decided it was time to go for it and went back to school. It has now been 20 years of fun projects, terrific clients and beautiful homes. I am so honored to be the Florida West Coast Chapter President. We have such a wonderful group of volunteers in our chapter. I know it is going to be a great year! Our Industry Partners have been terrific in sponoring events for us. Please feel free to contact me if you want to suggest something or if I can help you in any way.
— Alice Alexander Allied ASID President ASID FLORIDA WEST COAST CHAPTER
The difference between being an Allied member becomes clear once joining the vibrant community of Florida West Coast Chapter. To separate the decorators or someone with a flair for decorating from professional designers, ASID joins those who have a combination of formal design education and/or full-time work experience and have passed a prominent accreditation examination, administered by the National Council for Interior Design Qualification (NCIDQ). NCIDQ Certification is required for the practice of many types of interior design in regulated jurisdictions throughout North America. “ASID designers have thousands of hours of education, experience and training, which give them the skills to deal with more than the furnishings and finishes,” says says Holly Dennis, ASID-FWC community chair for Sarasota and former president. “They use analytical problem-solving skills and process complex technical data essential to your project needs and complexities. ASID designers act as consultants and project managers to create an overall project roadmap, managing procurement, supervising contractors, and overseeing budgets.” The resources inherited from becoming a member include Professional Development—career stage programming that focuses on the impact of design, the business of design, leadership development and community partnerships. ASID regularly plans several CEU’s (Continuing Education Units) for its members, including online programing of various webinars and courses—designed to help members expand their knowledge, elevate their practices and grow their business. Other tools assist in research, contracts and better practices that empower the designer—no matter the stage of their career. Additionally, they receive the most current information on the market including appropriate materials, technology, building codes, government regulations, health and safety
standards, design psychology and product performance. Further, ASID designers are sworn to abide by the Society’s Code of Ethics and Professional Conduct. The organization also holds many networking opportunities with its built environment colleagues, which include the local chapters of AIA (American Institute of Architects), CSI (Construction Specifiers Institute) and industry partners. The Florida West Coast Chapter especially, is on top of hosting in-person engagements throughout the year with industry experts and thought leaders, to initiate trade programs and business solutions. Members also benefit from Research & Knowledge Management—tapping into ASID’s well-equipped research team, whom provide economic, sector, career stage and of course, design data and market research. “We are continually striving to improve the value proposition for all of our members by providing a sense of community, design resources, and enhancing partnerships,” says Dennis. For young or up-and-coming designers, aligning with ASID means tapping into these invaluable resources needed to advance a reputable career in the profession. It distinguishes those apart from the list of other potential hires who may not be knowledgeable or specially trained in design considerations such as Florida light or heat control, dog/kid friendly fabrics or special plumbing requirements. Hiring an ASID designer gives clients peace of mind—safeguarding a project from a beginner’s oversight or wrong judgement call. Aside from ensuring advanced professionalism, leading industry know-how and the highest quality of service of its manufacturers, suppliers and designers, the ASID Foundation provides members with professional insurance, as well as students with scholarships. Today, the foundation funds over $100,000 annually to various research and scholarship initiatives to help build the growing community of interior design professionals.
Left: Event photos from the ASID-Florida West Chapter Weekender 2019 Conference and Awards Dinner, Hilton St. Petersburg Bayfront, September 13-14, 2019. Photography by Wyatt Kostygan.
A LEGISLATIVE UPDATE Ensuring interior designers maintain their right to practice.
THE GOVERNMENT LEGISLATIVE BRANCH and public relations team of The American Society of Interior Designers’ represent the interests of interior design professionals and business owners to advocating on behalf of the profession at both the State and Federal levels. Their primary job is to protect interior designers’ right to practice, while ASID supports the efforts of individuals to become recognized as certified, registered or licensed Interior Designers through the passage of state legislation. ASID advocates for legislation that places no restriction on the use “Interior Designer” but does allow a pathway to creating expanded practice opportunities including full stamping, signing and permitting privileges. “The ability for an interior designer to pull a building permit, independent of an architect or engineer, for their scope of work on a project is fundamental to the advancement of this profession,” explains Dennis, who is also ASID-FLWC legislative chair. “Both at the federal and state level, interior designers are significantly disadvantaged and many times not allowed to bid government funded projects, therefore they are put at a competitive disadvantage relative to architects and engineers.”
The ASID-FLWC Chapter adopts and follows the same legislative strategic plan as its National organization that is applicable to the state of Florida. Dennis engages with the organization’s National Vice President of Government & Public Affairs and the other Florida chapter legislative chairs to develop ways that they can actively lobby for and defend the professional practice of interior design. “Last year, I traveled to Tallahassee twice to speak before the Florida House of Representatives subcommittee hearings and personally wrote letters to our local State Representatives and Senators,” she says. “We provide tools for our members so that they can also effectively contact the legislators in their respective districts.” ASID-FLWC (as well as North and South Chapters) is preparing to battle yet another deregulation effort this coming 2020 Session. Senate Bill 474 Deregulation of Professions and Occupations was introduced by Senator Ben Albritton, District 26 in early October 2019. A House of Representatives companion Bill to SB474 has not yet been filed. “ASID establishes a unifying voice,” says Dennis, “so that interior designers have the power to design a better future for themselves and the entire profession.
ASID-FLORIDA WEST CHAPTER BRANDSTORY FEATURE
2019 EVENT RETROSPECTIVE
A look back on a weekend of regional networking, career development and honoring standout projects at the annual tradeshow conference and awards ceremony.
ASID-FWC CELEBRATED its Weekender con-
ference in September 2019, at the Hilton Bayfront in Downtown St. Petersburg. Of the packed two days set aside for the annual conference, ASID-FLWC Chapter celebrated its most successful “Weekender” event to date. Professional interior designers throughout the region turned up for the conference to take part in various continuing education seminars (CEUs) to stay ahead of the curve when it comes to leading trends in design, such as concrete, tiling, textiles, plumbing, lighting, etc. The weekend also encompassed site tours, an immersive trade show of many industry vendors, plus cocktail receptions, brunches and raffle prizes. ASID-FWC culminated its successful year with its 2nd annual Design & Awards Dinner—MCed by SRQ MEDIA’s Executive Publisher Wes Roberts,
Former chapter President Kelsey McKiernan, Allied ASID and design associate at Intended Spaces Cabinetry, stepped down from the yearly role before initiating current chapter president Alice Alexander, Allied ASID and founder of White Lion Designs. “Remember, good design serves your clients well,” said McKiernan at the commencement of the ceremony. “It impacts their lives for the better. In some cases it provides a healthier environment. In other cases it relaxes the mind, and in others it increases productivity.” The Design Awards were announced to the room of Professional, Allied and Associate members, design students and industry partners. Designers were welcomed to submit their entries within residential, contract and product design categories, to which submissions remained anonymous and were re-
viewed and judged by a distinguished panel of ASID judges from Washington DC and San Diego. “This year our judges scored the entries with very high marks,” said Alexander. “As the leading interior design association we take great pride in our members’ extraordinary body of work and celebrate the exceptional contributions and innovations from all of our talented members.” With a record number of entries, the 25 categories welcomed award winning achievements from fresh and fond faces of regional design firms. “Your diversity of talents represented by the broad range of projects and your own diverse styles of design solutions and influences,” said McKiernan, “proves that Florida West Coast interior designers are truly leaders in the world of design.” ASID-FWC Weekender 2020 will take place September 11-13, 2020 in Sarasota.
GROW YOUR BUSINESS • BUILD YOUR NETWORK • EXPAND YOUR KNOWLEDGE For more information on membership categories and to apply online please visit www.asid.org/join ASID-FLORIDA WEST CHAPTER BRANDSTORY FEATURE
2019 DESIGN AWARD WINNERS
HOME THEATRE DESIGN HONORABLE MENTION
Design by Rania Matt’s Mancave/Theatre. Davis Island, FL. “This swanky theater was a masculine man cave masterpiece. It encompassed his personality. The state-of-the-art high-tech AV system is out of this world. It is a great place to host Super Bowl parties and movie premieres.” Designer— Design by Rania
INDUSTRY PARTNER MULTI-LINE SHOWROOM 1ST PLACE
Hydrologic Sarasota, FL. “Our goal was to create a showroom that is a one stop shop for all of your plumbing, lighting, and fine hardware needs.” Designer— Klar & Klar Architects
INDUSTRY PARTNER PRINT MEDIA WITH ASID LOGO 2ND PLACE
International Design Source IP Media-You Design. We Provide. Sarasota, FL. “These industry partner ads spotlight its support of ASID and its members while successfully positioning itself as an essential partner in unleashing the power of design.” Designer— Emilio & Linda Sadez
INDUSTRY PARTNER PRODUCT DESIGN HONORABLE MENTION
Dwayne Bergmann Interiors Couch. Ft. Myers, FL. “Sensuous, simple lines create a sophisticated sofa with a nod to Hollywood Glam.” Designer— Bergmann Interiors
INDUSTRY PARTNER TRADE SHOWROOM 1ST PLACE
International Design Source IP Showroom - International Design Source. Sarasota, FL. “From furniture, fabric and accessories to personalized ser-
Angela Rodriguez Interiors, Lakewood Ranch
vice, International Design Source (IDS) is a to-the-trade resource devised to make the way interior design professionals live and work easier and more profitable.” Designer— Emilio & Linda Sadez
RESIDENTIAL OUTDOOR DESIGN/PATIO
INDUSTRY PARTNER WEBSITE DESIGN
Lakefront Outdoor Living. Lakewood Ranch, FL. “For a couple who love to enjoy their lanai together every evening, a new outdoor living space design was called for that would enhance this cherished space to make it more functional and beautiful.” Designer— Angela Rodriguez, ASID
International Design Source Website - ids1.com. Sarasota, FL.“ids1. com provides the end-user with a visually engaging and interactive web site which is well organized, easy to navigate and informative.” Designer— Emilio & Linda Sadez
Angela Rodriguez Interiors
RESIDENTIAL RENOVATION DESIGN 1ST PLACE
Franco A Pasquale Design Associates Inc.
Micheline Laberge, ASID, LLC Freedom Path Apartments- Phase II. Hines, IL.“The design concept created was to allow the common areas the convenience and function while also designing the interior to appear with a handsome use of materials, color scheme and accessories which implied a suggestion of patriotism.” Designer— Micheline Laberge, ASID
RENOVATION DESIGN COMMERCIAL HONORABLE MENTION
Design by Rania Thrive Law. Hines, IL. “A unique space located in the warehouse arts district in St. Pete. The attorney/business owner, an ex-writer, sits on the board of the warehouse arts association. Her passion is to not only to support local artists but to help the community through her new boutique law firm.” Designer— Design by Rania
ASID-FLORIDA WEST CHAPTER BRANDSTORY FEATURE
Palm Harbor, FL. “Designers were challenged to reimagine naturally a dated traditional home. On the outside, wood cladding and brackets, smooth stucco, and a rough-timber entry-canopy completely transformed the character of the house.” Designer— Vic Curti, Jacqueline Komninos 2ND PLACE
Duffy Design Group, Inc. No Reservation Needed - Urban Duplex Renovatione. Charlestown, MA. “All of the finishes, fixtures, and lighting were updated from those original to the conversion to condo from its original use as a school. The two main spatial goals were to reorganize the kitchen, living, dining areas on the first floor to create a more open cooking/entertaining environment, along with adding a home office.” Designer— Dennis Duffy, ASID
2019 DESIGN AWARD WINNERS
RESIDENTIAL RENOVATION DESIGN (CON’T) HONORABLE MENTION
Angela Rodriguez Interiors Lake Club Luxe. Lakewood Ranch, FL. “The design team focused on how the spaces would feel and function for both cozy evenings for two, as well as large family gatherings.” Designer— Angela Rodriguez
RESIDENTIAL SHOWHOUSE / MODEL DESIGN 1ST PLACE
Franco A Pasquale Design Associates Inc. Breakwater. Champions Club. “Inspired by classical prairie style architecture, the Breakwater Model Home was designed with a modern approach to high-style, casual Florida living.” Designer— Franco Pasquale 2ND PLACE
Kristin Pantone Design Sarasota Designer Showhouse - Office/ Library. Sarasota, FL. “Relax, work or entertain business associates in this intimate home office.” Designer— Kristin Pantone HONORABLE MENTION
Distinctive Interiors of Sarasota, Inc. Mayfield Model Home. Bradenton, FL. “We designed the home based upon a Coastal/Modern Farmhouse Style.” Designer— Stephanie Nolan HONORABLE MENTION
Micheline Laberge, ASID, LLC Jewels On the Bay Showhouse 2018. Sarasota, FL “Careful considerations was made to reuse existing materials and to conserve spacial changes for budget and environmental concerns.” Designer— Micheline Laberge, ASID
Micheline Laberge, ASID, LLC
some of the components that went into this design.” Designer— Franki Colett
Details in Design Jewels on the Bay Show House 2019. Sarasota, FL “By incorporating the study of Biophilic design in this Show House Guest Room, we created a highly desirable space that connects to nature by using materials and finishes that reflect the South Florida outdoors.” Designer— Janet Davidsen, Allied ASID
STUDENT COMMERCIAL DESIGN 1ST PLACE
Ringling College of Art and Design Booker High School Classroom Collaborative. Sarasota, FL. “The concept for this classroom was to incorporate research conducted that outlines what students and teachers think a successful classroom should consist of.” Designer— Nikki Alese
STUDENT PRODUCT DESIGN
Ringling College of Art and Design
Jeux de Glace. Banff, Canada. “Jeux De Glace Skating Rink takes the precise rhythmic patterns of the skater marks and brings them to life using light and form. Shape and movement help cultivate the juxtaposition of the delicate nature of the sport with the harsh surroundings of the Rocky Mountains.” Designer— Franki Colett 2ND PLACE
Ringling College of Art and Design Catching the Stars. “The light fixture is comprised of a metal mesh top. The metal mesh is embedded with LED lights that twinkle and shine to give the appearance of stars captured right from the sky.” Designer— Franki Colett
TRANSITIONAL KITCHEN DESIGN
Ringling College of Art and Design
Poppy House. California. “Children in foster care often face great hardships because of their past. Harmony and pattern will make the space feel stable and welcoming. With the addition of biophilic theory, the children will connect with the natural world through the use of natural lighting and materials.” Designer— Franki Colett HONORABLE MENTION
Ringling College of Art and Design Innovative Classroom. Sarasota County, FL. “Flexible style seating, ample desk space, and an inspired color scheme were
ASID-FLORIDA WEST CHAPTER BRANDSTORY FEATURE
Dwayne Bergmann Interiors
Dwayne Bergmann Interiors Traditional Kitchen. Fort Myers, FL. “Crisp white cabinetry set against walnut wood floors, touches of polished stainless steel and crystal provide a dream kitchen look.” Designer— Dwayne Bergmann 2ND PLACE
Ponton Interiors Gulf Blvd. Clearwater Beach, FL. “The challenge was to design an inviting and updated environment that exceeds clients goals for functionality of a kitchen in a small space, while creating a unique and beautiful aesthetic.” Designer— Kylie Ponton
Share the legislative work the ASID-Florida West Coast currently doing? HOLLY DENNIS, ASID ASID-Florida West (as well as North and South Chapters) is preparing to battle yet another deregulation effort this coming 2020 Session. Senate Bill 474 Deregulation of Professions and Occupations, which was introduced by Senator Ben Albritton, District 26 in early October 2019. In addition to our efforts to defend the professional practice of interior design, we are also planning several CEU’s (Continuing Education Units) for our membership and many networking opportunities with our built environment colleagues; the local chapters of AIA (American Institute of Architects), CSI (Construction Specifiers Institute), and our Industry Partners. We are continually striving to improve the value proposition for all of our members by providing a sense of community, design resources, and enhancing partnerships.
TRANSITIONAL DESIGN UNDER 3,000 SQ FT 2ND PLACE
Micheline Laberge, ASID, LLC Longboat Key Residence. Longboat Key, FL. “From the time that early construction began, the transformation of just an ordinary builder home to the custom Florida style home, carried the theme from exterior to interior. Shades of blue, grey, smoke & charcoal became the cool color palette that influenced the design throughout.” Designer— Micheline Laberge, ASID
TRANSITIONAL DESIGN OVER 3,000 SQ FT 1ST PLACE
Dwayne Bergmann Interiors Typical Tropical to Elegant Coastal. Ft. Myers, FL “With the remodel of their southwest Florida home, our client’s wish was for a fresh and bright atmosphere suitable for entertaining which could offer their friends and family not just a high level of style but also comfort.” Designer— Andrea Folcik
The American Society of Interior Designers (ASID) advances the interior design profession and communicates the impact of design on the human experience. We collaborate with others to promote the value of interior design. We prepare our members to excel in a dynamic and evolving profession. We generate, collect and disseminate applied knowledge. ASID has a number of categories for designers at every stage of their career, including students of interior design. We also have membership and sponsorship opportunities for manufacturers and suppliers who provide products and services to the industry. Join ASID’s vibrant community of 25,000+! flwc.asid.org